When The Weather Channel went on the air 30 years ago, it was a convenient place for people to go and check the outside temperature. Today, viewers may still tune in “on the 8s” to try to figure out whether or not to wear a raincoat, but its programming is much more. The Weather Channel is the leading source of weather news and information for consumers on all platforms—television, online, mobile and tablet.
The network is committed to providing dynamic long-form programming in prime time that offers the most entertaining, engaging and enlightening storytelling of people, weather and the natural world. For example, the channel recently announced it will be airing Coast Guard Florida, a follow-up to its hit Coast Guard Alaska. Coast Guard Florida follows the bustling Coast Guard bases of Clearwater, the Keys and Miami/Everglades, charged with keeping America’s ports secure and waterways safe. The series will premiere on The Weather Channel in October 2012 and will feature 13 60-minute episodes.
- Coast Guard Alaska: Two new seasons of the series,
- covering the U.S. Coast Guard Air Station Kodiak, have been ordered for 2012
- Lifeguard!: Up close and personal with Southern California’s lifeguards
- Ice Pilots: Following Arctic aviators in the Canadian North
- Braving the Elements: Anthology series
- Iron Men: NYC ironworkers race to stay on schedule against weather hurdles on a multitude of projects
Weather impacts everyone’s lives, which makes it a great way to reach consumers. The Weather Channel is committed to providing that information on all platforms. In fact, with 150 million unduplicated consumers across TV, online and mobile (according to a Magid study from Q4 2011), The Weather Channel is the leader in cross-platform usage.
Just as importantly, The Weather Channel consumers take the brand with them, viewing the channel on TV and visiting its various digital domains. With this wide variety of loyal consumers, The Weather Channel has over a billion consumer touchpoints—TV viewing, visit to website, access via an app—each month. According to Nielsen, of all media companies, consumers use The Weather Channel the most across TV, online and mobile platforms.
These are not just viewers, but interacters. Each week, The Weather Channel fans post hundreds of tweets through The Weather Channel Social, user-generated photos and video to iWitness Weather on weather.com online and on mobile, and through TWC on Facebook and Twitter.
The Weather Channel properties reach more than 60 million monthly Web consumers (weather.com and desktop) and 32 million monthly mobile users (via the mobile Web and apps). It offers the second most popular mobile app on all smartphones, and this popularity extends to tablet platforms such as the iPad and Amazon Kindle Fire. The Weather Channel also has over a million followers on Facebook and Twitter.
Audience & Reach
- The Weather Channel is in 100 million U.S. households, making it the #1 most-distributed cable network. (Nielsen)
- weather.com receives 56 million unique visitors per month. (comScore)
- Median age of The Weather Channel Viewers is 56. (Nielsen)
- Median age of vistors to weather.com is 40. (comScore)
- Male/female ratio for the channel is 49% male/51% female. (MRI)
- The channel’s newest originals—Coast Guard Alaska and Ice Pilots—both over-index on A25-54 with $100K+, $75K+ and college-educated viewers. (Nielsen)
- TWCC properties get 1.2 billion consumer touchpoints each month. (comScore, Nielsen)
SVP, General Sales Manager